|Product / Service||CSR|
|Category||B04. Use of Ambient Media: Small Scale|
|Entrant||CHEIL HONG KONG, HONG KONG|
|Idea Creation||CHEIL HONG KONG, HONG KONG|
|Production||CHEIL HONG KONG, HONG KONG|
|Paul Chan||Cheil HK||Copywriter|
|Paul Chan||Cheil HK||Executive Creative Director|
|Lili Jiang||Cheil HK||Copywriter|
|Lili Jiang||Cheil HK||Creative Director|
|Fung Chan||Cheil HK||Creative Director|
|Ivan Au||Cheil HK||Art Director|
|Toby Hong||Cheil HK||Art Director|
|Vincent Siu||Cheil HK||Business Director|
|Michael Chan||Cheil HK||Account Director|
|Matthew Lee||Cheil HK||Account Manager|
|Catrina Lam||Cheil HK||Account Executive|
#BeTheirEyes is an idea that translates social photos into printed braille—to help more people see, one snap at a time. Since the Hong Kong skyline is one of the most photographed sights in the city, we simply asked people to share their Instagram shots using the hashtag #BeTheirEyes—with a short description of what they see. Then together with Hong Kong Blind Union, we translated these descriptions into printed braille stickers. And placed them back in situ to the visual stories being told—creating ambient touchpoints all over Hong Kong, specially tailored for visually impaired people to feel, explore and experience. So for the first time, everyone could see what we see. Since 80% of all visual impairment can be treated, Samsung also donated $10 for every photo posted. So it was more than just an idea, but a vision for the long term.
To reach out to the public, we promoted the campaign with everything from press ads and posters to radio spots and even location-based SMS push notifications. We also invited local celebrities (including movie star, Louis Koo) to help us spread the word. A giant call-to-action was also placed on Samsung’s iconic LED signage in Wan Chai—the biggest LED signage in Hong Kong—so that people on both sides of the harbour could be reached for maximum awareness.
Hong Kong embraced the project—with celebrities and the media helping us spread the word. The PR effect grew very quickly. #BeTheirEyes was hailed by the visually impaired community. Braille stickers started at just four touchpoints—but through demand, were quickly extended to over a dozen touchpoints across Hong Kong. Best of all: since 80% of all visual impairment can be treated, Samsung donated $10 for every photo posted. So it was more than just an idea, but a vision for the long term. For this campaign, it wasn’t about communicating product features or achieving sales. It was about helping the 200,000 visually impaired people of Hong Kong—and demonstrating how Samsung’s thinking and technology can enhance their lives for the better. With this in mind, the emotional responses generated helped build brand affinity and differentiation more than any increase in sales or market share ever could.
#BeTheirEyes was an ambient promo campaign that showed how Samsung puts technology to good use. We asked the public to share their Instagram shots using the hashtag #BeTheirEyes—with a short description of what they snapped. Then together with Hong Kong Blind Union, we translated these descriptions into printed braille stickers and placed them back in the ambient settings where they were shot—helping more people see, one snap at a time. By promoting our values through #BeTheirEyes, we changed people’s perception about the brand—building not just respect but also an emotional connection for what we stood for.
Samsung’s brand purpose is about using innovative ideas and technology to help people make meaningful progress in life. So for this campaign, it wasn’t about communicating product features or achieving sales. It was about helping the 200,000 visually impaired people of Hong Kong—and demonstrating how Samsung’s thinking and technology can enhance their lives for the better. So our strategy was to help the blind community appreciate the remarkable beauty of their home city. People are already taking pictures, writing captions and sharing them on social media. So we invited the public to contribute by simply doing what they’re already doing. The only additional thing they had to do was add the hashtag #BeTheirEyes. The low barrier to entry (i.e. snapping a photo and writing a description) made it easy for citizens to get involved, while the social media aspect (i.e. tagging the pictures with #BeTheirEyes) generated greater awareness.